- Georgina Rodríguez launched her own Dubai-based activewear label, Mimoa, on June 30, 2026.
- The debut collection features 77 pieces (leggings, shorts and loungewear) priced between €29 and €59, with plans to expand to 91 style variations.
- Mimoa skips wholesale partners entirely, selling direct-to-consumer online.
- Several items sold out within hours of launch.
Georgina Rodríguez has traded brand ambassador duties for the founder’s chair. On June 30, the model, entrepreneur and fiancée of Cristiano Ronaldo unveiled Mimoa, her first independent activewear and loungewear label, offering 77 pieces priced between €29 and €59.
Built around the tagline “For Every Moment,” Mimoa targets women moving between training, work, and rest without changing wardrobes. “I wanted to create activewear that truly fits the way women actually live,” Rodríguez said in a statement.
The brand skips wholesale distribution entirely, selling direct-to-consumer as part of its accessibility-first philosophy, with plans to eventually grow to 91 style variations, including tall-length leggings.
The soft-launch groundwork was laid at Met Gala pre-parties in New York, where Rodríguez quietly wore unbranded Mimoa pieces before revealing the connection days later, a slow-burn rollout that built anticipation ahead of the official drop. Several items reportedly sold out within hours.
Mimoa arrives during a stacked stretch for Rodríguez. In May, she became the new face of Calzedonia’s 2026 summer swimwear campaign, joining past faces Heidi Klum and Kendall Jenner.
Weeks later, she partnered with Korean skincare brand Biodance to spotlight her nighttime routine for Amazon Prime Day.
Rodríguez’s endorsement portfolio also includes Alo, Aroya Cruises, Chopard, and Elisabetta Franchi, where she serves as the first global ambassador. Mimoa marks her first venture as sole brand owner.
Takeaways
Rodríguez isn’t just cashing endorsement checks anymore; she’s betting on herself as an owner, not just a face. Mimoa’s under-€60 pricing and no-wholesale model is a direct swing at an activewear market that’s been creeping upmarket, and the slow-burn Met Gala teaser shows real marketing instinct.
Does founding her own brand change how future endorsement deals value her? Will Mimoa’s sold-out debut translate into sustained demand, or was it launch-day hype? How does Mimoa compete against affordable activewear giants already dominating the under-€60 space?
